顧客觀點之線上旅遊系統成功模式：整合理性層級理論與心流理論

Constructing a Model of Online Tourism Systems Success from Customer Perspective: An Integration of the Rational-based Theory and the Flow Theory

本研究以顧客觀點建構一個線上旅遊系統成功模式，欲從理性層級理論與心流理論來探討成功變數。從理性層級理論的角度，將變數分為認知、情感、以及行為等三層面；從心流 (flow) 理論的角度，是以「沉浸」變數來加以衡量，建構出線上旅遊系統之資訊品質、系統品質、服務品質、知覺犧牲、知覺價值、顧客滿意度、沉浸，以及顧客忠誠度之間因果關係的模式，並對其關係加以實證。實證結果顯示資訊品質對知覺價值與顧客滿意度之影響不顯著；沉浸對顧客忠誠度影響不顯著;服務品質對知覺價值與顧客滿意度影響最大；顧客滿意度對顧客忠誠度影響力最大。本研究的成果不僅有助於線上旅遊系統業者與研究人員發展一套線上旅遊系統成功模式，更有助於了解如何促成線上旅遊系統之成功。

This study developed a model of online tourism systems success from customer perspective. To construct the model, this study proposed cognitive, affective, and conative variables based on the rational-based theory, and a flow variable based on the flow theory. The research model describing the relationship between information quality, system quality, service quality, perceived sacrifice, perceived value, customer satisfaction, flow, and customer loyalty was then empirically tested. The results indicate that information quality and perceived quality did not significantly influence customer satisfaction, and that the influence of flow on customer loyalty was not significant. Besides, among the determinants, service quality had the most significant influence on perceived value and customer satisfaction, and customer satisfaction had the most significant effect on customer loyalty. The findings of this study are helpful for practitioners and researchers in developing online tourism systems success models, and contribute to our understanding of how to promote online tourism systems success.